If you have an online business, it’s likely that one of your success indicators is having an increased click-through rate and a high conversion rate, and your business is doing better the higher they are. With this in mind, though you do want to be getting the right people to click through to turn into profits for you as well as create repeat customers. If you write a high-quality, targeted piece of copy you’ll be doing a lot to eliminate the unqualified traffic on your website and by using optimised and targeted ads you can actually filter through unqualified people from the very beginning. The ultimate goal is to have increased qualified leads and traffic on your website so that you avoid getting unwanted users on your business’ site and build a real customer base. The following five suggestions will be useful in helping you prequalify your website traffic using PPC ads.
1. Identify And Define Your Target Audience
To start with, you’ll have to figure out exactly who your target and ideal audience is made up of that you want to qualify so you can create your ads and copy to draw in these people. To do this, research your current audience and the customers you currently have, and compile this with information together with a defined audience that you would also like to be reaching. The more details and precision that you add in this step, the more optimised you’ll be able to make your ads to prequalify your traffic.
2. Use Wording Optimised To Your Audience
The type of wording that you choose for the content of your PPC add is extremely crucial because that’s what will draw in the audience so it needs to be geared towards your target audience. According to Heather Murray, a marketing manager at Australian Help and UK Writings, “this aspect is potentially the most important to keep in mind when you’re writing content because it will determine which people will be qualified by clicking through to your content. This means that if you’re using keywords that appeal to budget shoppers, you won’t be getting people that prefer quality over quantity and they will look elsewhere without clicking on your ad. This automatically prequalifies your traffic.”
3. Think About Numbers
Many businesses are thinking about certain numbers when they’re designing and placing ads and this is a fantastic way to prequalify traffic via your PPC ads. The more targeted and specific you can be at this step, the more targeted and qualified your ads will be, benefiting your business. Penny Saunders, a marketing blogger at Boom Essays and State of Writing, says that “this includes numbers like age, personal and/or business income, generation they’re in, how many children they have, geography (location they’re in), cars, home ownership, and much more. For example, if your product is geared toward seniors, you may want to include something like 55+ or 60+ in your ad to make sure that only that audience is clicking through.”
4. Don’t Forget To Test Your Ads
It’s highly important to run A/B tests on your ads, because you cannot understand what’s working and what’s not without it. One highly useful strategy is creating two ads that are similar with only slight differences and then running them both to see which one is more effective. This also gives you room to improve on even the ad that was more successful. Businesses absolutely must track their ads to see what works, what’s getting the best results, and what’s not working.
This is the place to shine and think creatively. Don’t hesitate to think outside the box to try to get your target audience’s attention, there are so many options to try to modify and tweak your ads – this includes the content, but also the images, the font and color scheme, and more. Be sure to write down the results of each combination so that you can use that information to make informed decisions in the future.
5. Enhance Your Ad With Extensions
Depending on the platform you’re using, you can add callout extensions to your ads, giving the user more information so that they can make an educated decision to click on the ad or not. This is your opportunity to put more detail and your brand messaging in addition to the ad copy. This includes price extensions, which can give the viewer an idea of the cost and determine if the product is within their budget, or an indication of your existing customer base, whether it’s individuals or businesses and more.
If you want a base of customers on your website that are prequalified and will turn your clickthrough rates into profits and build a repeat customer base, it’s important to start by optimising your PPC ads, and you can do this easily by following the five suggestions provided here.
For more tips on PPC campaigns, please check out these related reads on Marketing.com.au below:
Marketing journalist and content editor at Essay Roo
Nora Mork is a marketing journalist and content editor at Essay Roo. She regularly shares her experience by writing posts for online magazines and blogs.
